Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportio

Question

Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportions When you think af Volva, you probably think of the boxy and se date, practical and safe automobiles made in professors and young, married couples with children use to cart theirgroceries home. This story is about another Volvo-the Volvo the same with Volvo cars, the Vovo Group is now a separate company and one of the largest producers of commercial trucks world under various brands including Renault Trucks, Mack the ones in the Trucks, UD Trucks, and its largest, Volvo Trucks. Group, maker of trucks. And not just SUVs or pickups, mind you. A few years ago, Volvo Trucks faced a big challenge. It was we re talking about full-sized, heavy-duty semi-trucks and trail- preparing for its first major product launch in 20 years-five new ers, mining and construction vehicles, and buses. Once one and truck models in one year. With that launch, Volvo Trucks needed

Explanation / Answer

14 – 18 Which promotional mix elements does Volvo trucks use?

Promotional mix is defined as a mixture of promotional tools which a company uses to showcase its product or service to the customer and build a relationship with him. The promotional element that Volvo trucks used was the social media. They had a shoe string budget and other promotional content cost a lot. Hence, using social media was smart and met the promotional budget.

14 – 19 How does the “Live Tests” campaign demonstrate the characteristic of integrated marketing communication? What grade would you give “Live Tests” on integration effectiveness?

The idea of integrated marketing communication is that irrespective of the different means being used to communicate with the consumer it is vital that the same message goes out through all medium of communication. Hence, the “Live Tests” campaign is a good example as there were viral videos with different themes but with a central character that was the Volvo trucks. All the different videos communicated the effectiveness of owning a Volvo truck. Hence, it did very well in demonstrating the characteristic of integrated marketing communication.

One feels that as far as the effectiveness of the “Live Tests” on integration effectiveness is concerned it was a marvelous job done. Their sales increased. The launch of their new product was a hit. To top it all of this was done on a shoe string budget. A job well done.

14 – 20 Is the consumer marketing approach taken by “Live Tests” appropriate for all B-to-B marketers? Explain.

People love to use the term “one size fits all”. Well, those people are living in a bubble. In this day and age of customization one can only on their own peril think that this “Live Tests” approach will be appropriate for all. One needs to understand that the “Live Tests” were viral videos with a story that showed the different characteristics of the Volvo truck and how it helped different people at different stages. It was a novel idea. Since, it is already done, if someone else tries it, then it will see like a rip off. Hence, using social media would be fine but going down the path of “Live Tests” would be a folly.

14 – 21 What challenges does Volvo Trucks face in maintaining the success it has achieved with this campaign?

Now it will be expected that every time Volvo advertises it should be unique. In fact, if they do “Live Tests” again it will be like they are milking the cow. So even though they did have the novel ides of “Live Tests” if they do it again the public reaction will be they can’t think of something else or they have run out of ideas so they themselves will not be able to use this again.

Hence, they have the herculean task now to do something novel every time which outsmarts and outclasses their previous promotional effort.

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